From “Click Here” to Call-to-Value: how better buttons boost business

better buttons boost business call-to-value

It's over. Simple buttons like “Click Here” just don’t cut it anymore.

People want to know what they’re getting before they click. That’s why smart businesses are upgrading their call-to-action (CTA) buttons to highlight real value and they’re seeing results. A button isn't just a simple clickable element; it's the bridge between user interest and action. When designed thoughtfully, it can guide users seamlessly through the customer journey, leading to higher engagement and conversions.

Check out our article all about Call-to-value buttons.

Why “Click Here” is outdated

Think about it: when you see a “Click Here” button, does it really tell you what you’ll get? Probably not. Users today want clarity.

Users want to know exactly what’s in it for them before they click.

The internet is saturated with content, and users have become selective about where they spend their attention. Generic prompts like “Click Here” fail to stand out, often leading to missed opportunities.

A “Call-to-Value” (CTV) button solves this.

Instead of a vague “Click Here,” it might say, “Download your free e-book” or “Start your free trial.” Now, the user knows what they’re getting and why it’s worth it. These value-driven CTAs make the user feel like they're gaining something tangible, increasing the likelihood of engagement.

Adding specificity also builds trust. Users feel more confident clicking a button when they know exactly what will happen next. This transparency reduces friction and creates a smoother path to conversion.

Case study: How Fitness World boosted clicks by 213%

Pure Gym (formerly Fitness World, a popular gym chain in Denmark) was using the basic CTA, “Get membership.” But they realised this wasn’t grabbing users’ attention. So, they made a small but powerful change.

Old button: “Get membership”

New button: “Find your gym & get membership”

The result? A 213% increase in clicks to their payment page. By simply helping users find a nearby gym first, they made the CTA more personal and useful. It showed value upfront, and people responded.

This success highlights the importance of context in CTAs. By addressing a user's immediate need, finding a convenient gym location, Fitness World enhanced the relevance of their message. The new CTA didn’t just tell users what to do; it guided them towards a solution.

5 tips to create better call-to-value buttons

Show what users will get

Be clear. Instead of “Sign up,” say “Join for free today” or “Start your 7-day free trial.” Highlighting the benefit motivates users to act.

Use strong action words

Words like “Discover,” “Unlock,” and “Get” make users feel they’re about to receive something valuable. Dynamic language creates a sense of urgency and excitement.

Make it stand out

Use colours and designs that pop but still match your website’s style. A better button is more likely to get clicks. Contrast is key; ensure the button draws attention without clashing.

Incorporate personalisation

Personalised CTAs, such as “Find my plan” or “Show me deals,” can create a stronger connection with users, making the experience feel tailored.

Test and optimise

Regularly run A/B tests to experiment with different text, colours, and placements. What works for one audience might not work for another, so continuous testing is essential.